More than 70 percent of consumers will choose passwordless multi-factor authentication (MFA) over traditional usernames and passwords, according to new consumer behavior research from firm Blink and identity authentication technology company Trusona.

Over the course of three weeks, study participants logged into a fictitious gift-giving website. It offered two options, either a traditional username and password or a passwordless MFA option. The true subject of the study – the login methods – was not revealed. The participants were also asked about their experience with the service and the logins in an exit survey.